BENGALURU: Global marketing agency Lowe Lintas has secured the creative mandate rights for Cricbuzz, the Times-owned cricket-exclusive website and app. The Bangalore office of the agency will handle the account as Cricbuzz’s headquarters are in the southern city.
The scope of the mandate will see Lowe Lintas conceive a sharp advertising campaign for Cricbuzz during the heavily anticipated ICC Men’s Cricket World Cup in England and Wales this summer.
Thanks to the meteoric rise in the number of smartphone users, supported by falling costs of internet bandwidth in India, viewers will experience the game way beyond television sets this World Cup.
Needless to mention, there is expected to be a surge in cricket-related content, in multiple formats which range from videos to blogs to memes. To thrive in the midst of a storm of similarly-themed content will be a challenge that a lot of brands are likely to face.
Cricbuzz head of business Ajith Ramamurthy stated: “Being the No. 1 cricketing platform in the world, it’s time for us to promote the latest offering from the brand. We were looking for a creative partner to deliver a high-impact campaign promoting the video content during the world cup and found an able partner in Lowe Lintas. We are excited about this partnership and look forward to working with the Lowe Lintas team.”
Lowe Lintas India President Hari Krishnan added: “What Cricbuzz has achieved already is quite amazing. It is India’s largest platform for everything cricket. The video content on Cricbuzz is far superior and insightful compared to what the viewer is used to. We are excited about this opportunity, being cricket buffs ourselves”.
